{"id":27145,"date":"2016-01-25T01:43:13","date_gmt":"2016-01-25T06:43:13","guid":{"rendered":"http:\/\/isarta.com\/infos\/?p=27145"},"modified":"2016-01-25T09:56:36","modified_gmt":"2016-01-25T14:56:36","slug":"isobar-canada-abolit-les-cliches-de-la-st-valentin-pour-durex-canada","status":"publish","type":"post","link":"https:\/\/isarta.com\/infos\/isobar-canada-abolit-les-cliches-de-la-st-valentin-pour-durex-canada\/","title":{"rendered":"Isobar Canada abolit les clich\u00e9s de la St-Valentin pour Durex Canada"},"content":{"rendered":"<p class=\"p1\"><span style=\"font-size: 20px; color: #000080;\"><span class=\"s1\">Le 22 janvier 2016 &#8211; \u00c0\u00a0quelques semaines de la St-Valentin, Durex<\/span><span class=\"s2\"><sup>\u00ae<\/sup><\/span><span class=\"s1\">, la marque de condoms la plus vendue au monde et le leader en mati\u00e8re de bien-\u00eatre sexuel, a lanc\u00e9 une campagne nationale multiplateforme, \u00abSortez des clich\u00e9s\u00bb (<i>Cut the Cliches).<\/i><\/span><\/span><\/p>\n<p class=\"p1\"><img loading=\"lazy\" class=\"aligncenter wp-image-27147 \" src=\"http:\/\/isarta.com\/infos\/wp-content\/uploads\/2016\/01\/durex-isobar.png\" alt=\"durex-isobar\" width=\"555\" height=\"327\" \/><\/p>\n<p class=\"p1\">\n<p class=\"p1\"><span class=\"s1\">L\u2019\u00e9t\u00e9 dernier,<a href=\"http:\/\/www.durexcanada.com\/en\/\" target=\"_blank\"><i> Durex<\/i><\/a><\/span><a href=\"http:\/\/www.durexcanada.com\/en\/\" target=\"_blank\"><span class=\"s2\"><i><sup>\u00ae<\/sup><\/i><\/span><\/a><span class=\"s1\"><a href=\"http:\/\/www.durexcanada.com\/en\/\" target=\"_blank\"> Canada<\/a> a lanc\u00e9 la campagne au succ\u00e8s fou \u00abPourquoi attendre\u00bb (<em>Why wait<\/em>), qui encourageait les couples \u00e0 \u00eatre spontan\u00e9s. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">La campagne rendait aussi hommage au Canada en proposant au parfait moment, soit \u00e0 la f\u00eate du Canada, un message publicitaire d\u2019une minute o\u00f9 les positions coquines cr\u00e9atives rev\u00eataient chacune une touche bien locale.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Aujourd\u2019hui, <i>Durex<\/i><\/span><span class=\"s2\"><i><sup>\u00ae<\/sup><\/i><\/span><span class=\"s1\">\u00a0franchit une autre \u00e9tape en fracassant litt\u00e9ralement les clich\u00e9s de la St\u2011Valentin. <\/span><\/p>\n<blockquote>\n<p class=\"p1\"><span style=\"font-size: 16px;\"><span class=\"s1\">L\u2019objectif de la campagne est de s\u2019\u00e9loigner de la pression d\u2019acheter des cadeaux \u00e0 la St\u2011Valentin et de miser plut\u00f4t sur l\u2019intimit\u00e9 entre partenaires pour approfondir leur relation avec l\u2019aide des gels Durex Pleasure<\/span><span class=\"s2\"><sup>\u00ae<\/sup><\/span><span class=\"s1\">\u00a0\u00bb, note Indresh Kohli, directeur du marketing, Durex RB Canada.<\/span><\/span><\/p>\n<\/blockquote>\n<p class=\"p1\"><span class=\"s1\">La vid\u00e9o pr\u00e9sente les conventions de la St-Valentin en encourageant plut\u00f4t les couples \u00e0 explorer leur c\u00f4t\u00e9 aventureux, \u00e0 cr\u00e9er leurs propres traditions coquines et \u00e0 faire l\u2019amour comme jamais ils ne l\u2019ont fait auparavant.<\/span><\/p>\n<p class=\"p1\"><iframe loading=\"lazy\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/6KOKjkKIDZM\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<blockquote>\n<p class=\"p1\"><span class=\"s1\" style=\"font-size: 16px;\">Nous voulions montrer aux Canadiens que cette ann\u00e9e, la St\u2011Valentin peut signifier bien plus qu\u2019une douzaine de roses\u00a0\u00bb, commente Steve DiLorenzo, directeur ex\u00e9cutif de la cr\u00e9ation chez Isobar Canada.<\/span><\/p>\n<\/blockquote>\n<p class=\"p1\"><span class=\"s1\">La campagne propose un programme multiplateforme \u00e0 la t\u00e9l\u00e9vision et dans les m\u00e9dias sociaux pour diriger les consommateurs vers la vid\u00e9o et est appuy\u00e9e par les propri\u00e9t\u00e9s poss\u00e9d\u00e9es par la marque, les placements de publicit\u00e9s contextuelles et une strat\u00e9gie aupr\u00e8s des influenceurs. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\"><a href=\"http:\/\/www.isobar.com\/ca\/home\" target=\"_blank\">Isobar Canada<\/a> est responsable de la production et la cr\u00e9ation de la strat\u00e9gie et du cr\u00e9atif, tandis que son agence s\u0153ur, <a href=\"http:\/\/dentsuaegisnetwork.com\/\" target=\"_blank\">Aegis Innov8<\/a>, s\u2019occupe des m\u00e9dias.<\/span><\/p>\n<p class=\"p1\">\n<div class=\"brdr2\"><\/div>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_27145\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  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